Bangkok--2 Oct--Fonterra Brands (Thailand)
Anlene, an expert in bone nutrition, reinforces its No. 1 position in Thailand’s high calcium milk market with the launch of “Anlene Single Serve Sachet,” the innovation that answers the call of modern consumers who seek convenient ways to take care of their bone health. For 2012, Anlene is setting their sight on achieving 20% growth with a total marketing budget of 240 million Baht.
Ms. Siriluk Techapanich, Anlene’s Senior Brand Manager, Fonterra Brands (Thailand) Limited, revealed that the high calcium milk market is now valued at 1,500 million baht. Its continuous growth is contributed by rising health concerns among new generations. Anlene dominates the market with 80% market share.
“As a market leader and an expert in bone nutrition, Anlene is committed to understand consumer insight and to develop products that will encourage their optimal bone health. “Anlene Single Serve Sachet” is an innovation for milk powder, stemming from modern consumers’ insight that values convenience in every aspect of life. “Anlene Single Serve Sachet” provides them with great solution to take care of their bone health in an easy and convenient way, in line with the product concept “convenient anywhere, anytime. Simply tear, mix and drink,” Siriluk said.
Siriluk added, “The company is investing 240 million baht to support Anlene’s marketing activities. Earlier this year, Anlene’s “Bedtime” campaign and its latest presenter, Nat Myria Benedetti, has proven to be a great success, driving milk powder sales up by 37%, compared to the same period last year, and instilling in consumers the behavior to drink warm Anlene milk every night before bedtime. As for the launch of “Anlene Single Serve Sachet,” the brand utilizes an integrated communication strategy, ranging from television commercial, out-of-home media, point-of-purchase media, public relation activities, event activation, to sampling activities in key strategic locations.”
“We are very confident that “Anlene Single Serve Sachet” will answer the call of consumers who seek convenient ways to take care of their bone health that fits with their lifestyle. And, in turn, it will further build on the success of Anlene’s previous campaign and propel sales of total Anlene brand up by at least 20%.”
Siriluk concluded that “Anlene has played an important role in pioneering the high calcium milk market and promoting the importance of bone health in Thailand with the continuous development of various Anlene product ranges. “Anlene Single Serve Sachet” is our latest addition to the Anlene family to better serve the younger generations through promise of convenience. “Anlene Single Serve Sachet” is now available in supermarkets and department stores nationwide at the suggested retail price of 189 baht per pack of 16 sachets. Each sachet contains as high as 500 milligrams of calcium or 60% of Thai RDI”.
Anlene: Expert in Bone Nutrition
An expert in maintaining mobility and bone strength, Anlene is the leading adult milk brand across Asia and offers a range of high calcium dairy products specially formulated to encourage optimal bone health. Anlene is committed to the development of new innovations to satisfy the needs of our consumers especially the new generations who seek to take care of their bone health. Anlene products are available in 5 different formats, including, Anlene Milk Powder, Anlene UHT, Anlene Concentrate UHT, Anlene Drinking Yoghurt, and Anlene Soy Milk.